How to design more ethically engaging experiences (UCD 2016)

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PowerPoint PresentationHow to design more ethically engaging experiencesNeil Turner | @neilturnerux1 Senior UX designer at AstraZenecaI think its always useful to know a little bit about your presenterCurrently working in Cambridge for AstraZenecaThe global pharmaceutical company2 UX Jedi!In my spare time Im a UX Jedi (with terrible Photoshop skills)3 Keen cyclistIm also a keen cyclist4 Identical twinAnd identical twinIm the one of the right (in the red)5 HonestHonestI have no idea which one Im in this photo!6 Phil Spencer look-a-likeAnd a Phil Spencer look-a-likeSadly with theres not much demand for my services7 Child of the 80sIm also a child of the 80sDo we have any other children of the 80s? (Hands up)If so I want you to see how much of the following you remember8PLAYVideo is 1 min long9 Me in the 1980sThis is me in the 1980sNo digital technology in sightOnly analogue technologyCheck out the Star Wars curtains!10 My kids in the 2010sThis is my kidsIts far to say that already digital technology plays a pretty big part of their livesIn fact if you dare to prize the iPad away its a good chance that youll experience something like this11PLAYVideo is 20 secs longAnyone else get iPaddys in their household?12 We really love our digital devices!And its not just kids that love digital devicesWe all do13 How many times a day do people look at their mobile phone?A: 0-25B: 26-50C: 51-75D: 76-100How many times a day do you think people look at their mobile phoneAccording to a 2015 study at the Uni of Lincoln which logged smartphone use using an app1485!According to a 2015 study at the Uni of Lincoln which logged smartphone use using an appThats a lot of engagement15 Sex or mobile?Its fair to say that were pretty attached to our digital friendsIn fact according to a survey in the USA third of Americans (need to check) would rather give up sex than their mobileAnd this digital love affair is starting to change not just our digital interactions, but our interactions with one another16 Who needs talking?This is now a pretty common sight17The smart phone walk18The dinner conversation via mobile19Hanging out at the park20Can you spot the one guy in this photo not using a mobile?21What about this one?22PLAYVideo is 30 secs longI fear that this is what weve becomeSmart phone zombies23 The future?What about this one?24The Internet is a miraculous tool, but all too often, it affects us like a drug. Many of its popular apps, news websites, and social networks have been carefully designed to addict and distract, so they can harvest human attention like the natural resource it is.Jonathon Harris & Greg Hochmuth (Network Effect)Perhaps this isnt a great surpriseDigital devices are perhaps the drug of the 21st centuryThis is a quote from a fantastic website called Network Effect, set-up by two artists called Jonathan Harris + Greg Hochmuth25 Drugs or technology?In fact if you look at a brain of someone using addictive drugs and someone using technology, such as smartphones and the Internet, the two are quite similar in a lot of waysBrain imaging has shown that technology like Smartphones and tablets affect the brain frontal cortex, in a very similar way to addictive drugs canTechnology raises dopamine levels and gives us that feel-good factorIm sure you too have experience the pain of not being able to check your emailsThe thrill of suddenly having a mobile phone signal again26 Then NowAnd this is starting to have a wider impact on societyApparently children today (at least in the Western world) are as unfit as children have ever beenOf course this isnt just down to technology, but its a significant factor27 Who needs sleep anyway?45% of teenagers admit to checking their mobile after having gone to bedThe pull of engagement is so great28 Gotta catch them allEngaging apps like Pokemon Go have lead to numerous accidents29 31% motorists admit to having used their mobile behind the wheelA whopping 31% of motorists admit to having used their mobile behind the wheel30And taken to the extreme we have cases of people literally dying through exhaustion because they cant drag themselves away from technology31Whos to blame?So whos to blame for this?Are we to blame for being weak?Are parents to blame for exposing their children to too much technology?Are companies like Nintendo, Facebook, Apple and Google to blame for rewarding addictive behaviour?32Well probably all of the aboveBut I also cant help feeling that we as designers are also to blameAfterall33The goal of user experience design is to improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.UX Curve: A method for evaluating long-term user experience, Interacting with computersGood UX is all about utility, usability, and building pleasurable products and services34DESIRABLEUSABLEUSEFUL The UX mountainIn fact if we look at the classic UX stack we as designers look to design things that areUseful to usersUsable so that users can do what they need to doDesirable that are nice to useAnd as the UX bar gets raised, and as user expectations rise, its the top element desirable that is increasingly becoming important35There is an obsession with designing engaging digital products and services, and Im not sure if this is a healthy obsessionI want to show you how to design more ethically engaging experiencesExperiences that hopefully wont turn your users into digital zombies36DESIGNING MORE ETHICAL ENGAGEMENT.OUTCOMES OVER ENGAGEMENTDONT ABUSE PERSUASION TECHNIQUESNOTIFY ONLY WHEN NECESSARYPROVIDE CONTROLKEEP THE INTERFACE TO A MINIMUMREDUCE FRICTIONDONT BE EVILIn this age of recycling Ive been able to recycle Eds stone to deliver 8 lessons in designing more ethical engagement37 KPIs make the world go aroundFirst lesson is related to KPIsKPIs are pretty important when it comes to UX as theyre typically the way that performance of a product or service is measuredMore conversions, more visits per week, more clicks, more likes38 Googles HEART frameworkAnd engagement KPIs are often pretty high on the listFor example Googles HEART frame work (Happiness, Engagement, Adoption, Retention, Task Success) features engagement very heavilyBut theres a danger that focusing on engagement KPIs encourages unhealthy engagementIs more visits per user, per week, actually helping in the bigger picture, is it healthy for that user?39Outcomes over engagementWhich is why I believe you should aim for outcomes, over engagementBecause you outcomes are really what youre looking for, not engagementOutcomes like orders, subscriptions, registrations and recommendations40Outcomes over engagement1. Outcomes over engagementNumber of visitsNumber of photos uploadedNumber of sharesNumber of ordersNumber of account upgradesNumber of new registrations41My second lesson concerns the abuse of persuasive designIts fair to say that most of us are pretty easily persuaded42 Must resist clickingFrom click bait43 Gamification BABYTo gamification techniques, such as points, competition and leaderboardsPersuasive design has become a powerful tool in the UX designers arsenal, but all too often it has been abused44 2. Dont abuse persuasion techniquesSo lesson number 2 is not to abuse persuasion techniquesAs designers we should be only encouraging healthy behaviour, not unhealthy behaviour45Lesson 3 relates to notificationsI suspect like me you receive a lot of notifications through out the daySome are useful, others perhaps less soTake LinkedIn for example46Do I really need to know that a connection has just had a work anniversaryMaybe47But seriously LinkedIn, do I need to know about birthdaysCome one youre not Facebook48And for god sake, I really dont need to know that someone has changed their bloody profile pictureThanks LinkedIn, thanks for wasting 30 seconds of my life, 30 secs that Ill never get back again to let me know that someone has updated their bloody profile photoAnd its not just LinkedIn, this sort of needless notification is far too prevelant493. Notify only when necessaryQ. Does the user really need to know this?Yes send them a notificationNo dont f**cking bother themWhich leads me to lesson 3Only notify users when absolutely necessarySimply ask yourself a question as a designer does the user really need to know this?50Of course users can just change the notifications they receive, but this is often easier said than doneTake Facebook for exampleI want to change the notifications I receiveSo I click on the user icon at the top right51Im presented with the option to view my profile52I view my profileNothing related to settings here53What about the More option?Privacy shortcuts?54Er, more settings55Bingo, finally found notification settings56And look it only took me a mere 6 steps!574. Provide controlLet users easily control notificationsProvide a clear path to changing settings e.g. link from emailsBe clear about what users are being notified aboutLesson number 4 is to avoid what Facebook does and make it easy for users to control and switch off notifications, and other alertsMake it easy for users to get to the settingsMake it clear what notifications relate to58 What is the best type of interface?Touchscreen? VR? Mouse and keyboard?59 No interface at allBit of a trick questionIts no interface at all60The real problem with the interface is that it is an interface. Interfaces get in the way. I dont want to focus my energies on an interface. I want to focus on the job I dont want to think of myself as using a computer, I want to think of myself as doing my job.Donald NormanThis is a great quote from Don Norman, who is one of the forefathers of usability and UX and indeed coined the UX term61The best interface is no interface by Golden Krishna youre interested in this I can recommend the book The best interface is no interface by Golden KrishnaIll provide a link to an article about this at the end of the presentation625. Keep the interface to a minimumEmbrace typical processes instead of screensLeverage computers instead of serving themAdapt to individuals3 key lessons from a book well worth reading by Golden Krishna, called the best interface is no interfaceDesign for human processes, not screensAdapt the computer to the user, not the other way aroundAdapt to individuals, make it a personal experienceBy having a personalised service you can make interactions more relevant, more rewardingYou might argue that a personal service is more engaging, but its arguably more ethically engaging because less of the users time is wastedIt lets the user get on with more important stuff63The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.ISO/DIS 9241-11 - Ergonomics of human-system interactionISO defines usability asTalking about less time wasted, if we look at the ISO definition for usability it isYoull see that efficiency is key to usability64 Its got to be stickyBut as designers were continually asked to make products and services sticky65 Come to IKEA?It often reminds me of the joys of IKEAWho enjoys going to IKEA? strange people!My experience of IKEA is usually something like this66THINKS YOU NEED TO BUYENTRANCEEXITI start hereAnd the things I need to buy are here67Got lost in IKEAHad to drink my own wee to surviveIKEA are the masters of making have to go through a mini assault course to find and get what you wantAnd the same is often true of websites and appsSo many obstacles and stuff you dont need, and shouldnt have to worry about are thrown in your wayRather than letting users go in, do what they need to do, and get out, theyre forced to jump through, hoop after hoop, after hoop686. Reduce frictionFocus on efficiency of core user tasksLet users get in and get out as quickly as possibleDont throw mud in the hope that some will stickWhich is why rule 7 is to reduce frictionMake experiences as efficient as they can be and try to convince business stakeholders than throwing mud at users is not a good idea69What is the single greatest driver of social change?Last question of the dayWhat is the single greatest driver of social change?The state? Technology? The media?70 According to Melinda GatesWell according to Melinda Gates, wife of Bill its.71DesignYou see design has the power to change people, and to change their behaviourHow products and services are designed, how the tools we use at work are designed, how the things we use day to day are designedWhich makes designers like you and me pretty influential people72Where there is great power there is great responsibilityWinston Churchill, 1906 speech in House of CommonsAnd of course we know that where there is great power, there is great responsibilityWinston Churchill knew it73Spiderman knows it74This guy, sure as hell knows it75 True for UX designersAnd we as UX designers should know it tooWe have a responsibility to use our powers for good, rather than for evil76 7.Which brings me to my last lesson dont be evilEven if Google dont follow their own advice you should77Don't be evil. I believe strongly that in the long term, you will be better served by doing good things for the world even if you forgo some short term gains by doing so.Google Dont be evil corporate motto (now changed to Do the right thing)Which brings me to my last lesson dont be evilEven if Google dont follow their own advice you should78PLAYVideo is 1:2079DESIGNING MORE ETHICAL ENGAGEMENT.OUTCOMES OVER ENGAGEMENTDONT ABUSE PERSUASION TECHNIQUESNOTIFY ONLY WHEN NECESSARYPROVIDE CONTROLKEEP THE INTERFACE TO A MINIMUMREDUCE FRICTIONDONT BE EVILIn this age of recycling Ive been able to recycle Eds stone to deliver 8 lessons in designing more ethical engagement80www.uxforthemasses.comTHANK YOU :-) you once again for coming alongIll upload the slides over the next few days to both my website and to slideshareAny questions?81